The Challenges

As to much dismay, utilizing the phrase “I work for Google” has not gotten me very far in the success of my job. As a member of the Google Community Leaders Program, I have addressed some of the many challenges of working for Google (particularly when clients are small to medium businesses). To address these challenges, first I must build my own rapport. Second, I have to learn how to mitigate fears and misconceptions about Google such as rumors in the news.

I assumed that when working for a giant and credible company such as Google, that credibility and trust would automatically be transferred to me. And boy was I wrong. Working for a large name brand can sometimes bring skepticism. Small to medium businesses are often intimidated by AdWords and Analytics. Therefore, while the name “Google” gets one foot in the door, I must build my own rapport to actually make a difference for these small companies. Rapport is the process of building a sustaining relationship of mutual trust, harmony and understanding. Essentially, I need to create my own brand loyalty among these businesses (Babin, 2016, p. 254). Regardless of the other options for marketing their business on the Internet, I want these small businesses to rebuy my service and commit to Google.

Developing a rapport makes these business owners feel that I understand their business and their goals. Through this we create a strong common bond. The most important piece in building my rapport and brand loyalty is delivering strong positive outcomes through Google AdWords. For consumers to be truly brand loyal, they must have a bond with the product and believe that it delivers value. Even though these businesses are buying a Google product, they buy them because of me. It takes balance between utilizing the brand name and combining that with my own brand to foster trust. Many business are apprehensive utilizing a ‘big business’ enterprise. Therefore, my brand must appeal to the small business mindset. My father is a small business owner. In fact, he owns a Veterinary Hospital that is a separate wing of my house! Therefore I have quite literally lived the small business world. Sharing my background often fosters trust between myself and the other small business owners.

Furthermore, the trust I build with small to medium businesses is often challenged by rumors and headlines in the media.

(Rath, 2017)

The article pictured above stated that currently there is an “advertiser boycott related to ads appearing next to extremist content” (Rath, 2017). Furthermore, the article continued to say that five of the top 20 US advertisers have frozen their advertising with Google. With further research, one finds that this is not a particularly large threat to Google. This chart from Statista shows that losses reaching $750 million from the boycott will not largely affect Google.

(Dunn, 2017)

However, headlines like these increase largely affect my job at Google. This increases the perceived risk that small business evaluate when making marketing decisions (Babin, 2016, p. 253). Financial risk is a concern I address everyday with these small businesses. Will the money have high returns for my business? Is this going to cost a lot? Often, I eliminate these risks by starting AdWords accounts will very small budgets. Then I simply let the results speak for themselves. However, news reports such as the one pictured above create the risk that there brand will be tainted by being associated with extremist content. This is a significantly more difficult challenge to address.

New challenges at Google present themselves everyday. Though one may believe that some of the basic challenges like credibility and brand loyalty automatically come with a brand like Google, this is not always the case. Understanding these small businesses from their fears to their goals and aspirations is the greatest tool I utilize.

Works Cited

Babin, B., & Harris, E. (2016). CB 7 (7th ed.). Boston, MA: Cengage Learning.

Dunn, J. (2017, March 28). YouTube's advertiser boycott probably won't dent Google's empire. Retrieved March 29, 2017.

Rath, J. (2017, March 27). Analysts predict the YouTube advertiser boycott will cost Google $750 million. Retrieved March 29, 2017.

Moving to Mobile

Many businesses believe just getting online is a big step toward success.  The amount of search queries has drastically increased over recent years. On average, today Google processes 3.5 billion searches per day and 1.2 trillion searches per year worldwide (Internet Live Stats, 2013). Though it can be argued that the internet will never replace the in person experience, the internet acts as an aid to help users find the correct in person experience.

(Internet Live Stats, 2013)

Based on today’s world and consumer product usage, the shift to mobile marketing is the most important factor to be there whenever consumer needs arise and to deliver messages and experiences that meet their needs in the moment. Being there on mobile is imperative to shape decisions and preferences (Babin, 2016, p. 66).  Based on surveys conducted by Google, the following statistics were revealed:

 (Think with Google, 2015)

These statistics reveal the importance of being there in the moment when consumers are looking for specific information.  Often I utilize these statistics when attempting to convince a small business to utilize mobile marketing campaigns. Particularly, I love the statistic: 1 in 3 smartphone users have purchased from a company or brand other than the one they intended to because of the information provided in the moment they needed it. As a small business competing with larger, more prominent brands this is a very important concept. Consumers are indifferent to many brands. Consumers utilize utilitarian motivation to find efficient and efficacious solutions to meet their needs. Thus a small business can compete with larger businesses by being there in the moment consumers need them and being useful.

In general, consumer involvement is decreasing (Babin, 2016, p. 94).  Consumers have a smaller degree of personal relevance when pursuing a sale from a category of consumption. They often simply search for the fastest and most reliable solution. Therefore, I often stress the importance of credibility and trustworthiness that must immediately appear on a business’ mobile site (Babin, 2016, p. 74). If a consumer does not find what they are searching for or do not trust the site within 3 seconds, they will change sites (Think with Google, 2015). Therefore the landing page that consumers are brought to based off an ad or search query must be extremely relevant to what the consumer is searching for. In order to make the business’ landing page relevant, I emphasis key words and search terms. If the key words that consumers are searching for are directly relevant to the landing page they are taken to, their experience and outcomes will drastically improve.

Whether searching for a location on the go or simply for its convenience, mobile search is becoming the most important platform to reach consumers. From my experience, when people are active and on the go, mobile searches are extremely important. They represent an effective way to reach consumers who are directly searching for you and your business.

Works Cited

Babin, B., & Harris, E. (2016). CB 7 (7th ed.). Boston, MA: Cengage Learning.

Internet Live Stats. (2013). Google Search Statistics.

Think with Google. (2015, September). The Quick Guide to Winning Micromoments